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The Construal (In)compatibilit...
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Yang, Xiaojing
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You, Yanfen
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The construal (in)compatibility effect : the moderating role of a creative mind-set
Yang, Xiaojing
;
Ringberg, Torsten
;
Mao, Huifang
; …
- In:
Journal of consumer research : JCR ; an …
38
(
2011/12
)
4
,
pp. 681-696
Persistent link: https://www.econbiz.de/10009409020
Saved in:
2
It's not whether you win or lose, it's how you play the game? : the role of process and outcome in experience consumption
Yang, Xiaojing
;
Mao, Huifang
;
Peracchio, Laura A.
- In:
Journal of marketing research : JMR
49
(
2012
)
6
,
pp. 954-966
Persistent link: https://www.econbiz.de/10009688756
Saved in:
3
Consumer responses to brand elimination : an attributional perspective
Mao, Huifang
;
Luo, Xueming
;
Jain, Shailendra Pratap
- In:
Journal of consumer psychology : JCP : the official …
19
(
2009
)
3
,
pp. 280-289
Persistent link: https://www.econbiz.de/10003883887
Saved in:
4
Brand extensions via complements or substitutes : the moderating role of manufacturing transferability
Mao, Huifang
;
Mariadoss, Babu John
;
Echambadi, Raj
; …
- In:
Marketing letters : a journal of research in marketing
23
(
2012
)
1
,
pp. 279-292
Persistent link: https://www.econbiz.de/10009530704
Saved in:
5
Adapting to succeed? : leveraging the brand equity of best sellers to succeed at the box office
Joshi, Amit
;
Mao, Huifang
- In:
Journal of the Academy of Marketing Science
40
(
2012
)
4
,
pp. 558-571
Persistent link: https://www.econbiz.de/10009566395
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6
Consumer responses toward symmetric versus asymmetric facial expression emojis
Hewage, Ganga S. Urumutta
;
Liu, Yue
;
Wang, Ze
;
Mao, Huifang
- In:
Marketing letters : a journal of research in marketing
32
(
2021
)
2
,
pp. 219-230
Persistent link: https://www.econbiz.de/10012548472
Saved in:
7
Self-construal and feature centrality
Mao, Huifang
;
Li, Xingbo
;
Desai, Kalpesh Kaushik
;
Jain, …
- In:
Marketing letters : a journal of research in marketing
27
(
2016
)
4
,
pp. 781-789
Persistent link: https://www.econbiz.de/10011614840
Saved in:
8
Brand extension failure and parent brand penalty : the role of implicit theories
Jain, Shailendra Pratap
;
Mathur, Pragya
;
Isaac, Mathew S.
; …
- In:
Journal of consumer psychology : JCP ; the official …
34
(
2024
)
1
,
pp. 49-65
Persistent link: https://www.econbiz.de/10014470743
Saved in:
9
Virtual fitting room effect : moderating role of body mass index
Yang, Shuai
;
Xiong, Guiyang
;
Mao, Huifang
;
Ma, Minghui
- In:
Journal of marketing research
60
(
2023
)
6
,
pp. 1221-1241
Persistent link: https://www.econbiz.de/10014427569
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10
The impact of advertising creativity on the hierarchy of effects
Smith, Robert E.
;
Chen, Jiemiao
;
Yang, Xiaojing
- In:
Journal of advertising : official publication of the …
37
(
2008
)
4
,
pp. 47-61
Persistent link: https://www.econbiz.de/10003808078
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